Adhering to the adage “Time is Money” is essential to success in this market. Every penny and second counts. So it’s time to make sure we are saving both on the sales floor.
It starts in the most important element of Discovery, time frame for moving. If you ask salespeople, most believe that they are obtaining this critical piece of information at an appropriate point in the conversation. But observation and mystery shop reviews tell a very different tale. There is an inordinate amount of time spent with prospects without knowing when they plan to move.
It looks great on the surface – touring the visitor through the models espousing benefits and calling attention to features they find appealing – but these “tours” are costing everyone. It often ends in disappointment when prospects love a model and it’s not available in the timeframe required. Or even worse, the prospect proclaims “We won’t be ready for a while.” The prospect and agent just lost an hour of their day. So how do you insure that your time is well-spent?
Budgets can be flexible and buyers make compromises on features but meeting a timeframe is typically not up for negotiation. Establishing when a prospect needs to be in a new home will make every subsequent moment more focused on the sites and plans that fit the buyer’s real need. Ready now (or relatively quickly)? They already have urgency – so get in your car and solve their problem. Inventory homes are the best way to narrow down choices and gain commitment. Stalling the transaction by showing the models can only confuse the prospect with options and floor plans that may not be available. Model tours should not be mandatory; they plant ideas that are hard to erase.
I am not suggesting that builders eliminate model home centers, they definitely serve a purpose. Models draw traffic, showcase potential options, and allow prospects to see how rooms furnish. But showing these gems should be reserved for those visitors who have the luxury of time. Great agents can use model presentations to build excitement and influence the buying decision – a time worthy activity to be sure.
So how do you find out a time frame without appearing to be overanxious? Everyone has a different approach but getting that crucial piece of information is the goal. My style is pretty straight-forward. “Mr. Buyer, I want to respect your time, we have a few homes we can look at today and they all have different availability. When are you thinking about moving?”. This will undoubtedly spark a conversation that gives you a more targeted presentation.
“Time is Money” and changing Discovery questions has the power to save time for everyone involved. Asking about time frame earlier helps identify the right home while preventing objections about options they can’t have. Not only will you sell homes, but it will free you up for additional prospects.
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